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American Encounters with Arabs The Soft Power of U.S. Public Diplomacy in the Middle East
William A. Rugh
ISBN: 0-275-98817-1
ISBN-13: 978-0-275-98817-3
240 pages
Praeger Publishers
Publication: 11/30/2005
List Price: $51.95 (UK Sterling Price: £35.95)
Discount Price: $25.98 Sale Price for U.S. Customers Only. Save 50%. Ends 12/31/2009.
Availability: In Stock
Media Type: Hardcover
Also Available: Ebook
Trim Size: 6 1/8 x 9 1/4
Subjects: Reviews:
  • Rugh, a retired career Foreign Service officer who served as ambassador to countries in the Middle East, explains key issues surrounding the US government's public diplomacy programs in the region, chronicling public diplomacy efforts from the Eisenhower presidency to the current administration. He provides a behind-the- scenes look at how public affairs officers do their jobs and how they have met the challenges of the past and the post-September 11th era.
    —Reference & Research Book News     5/1/2006
  • The book is a badly needed account of how the US has managed, and mismanaged, its public diplomacy with the Middle East, especially the Arab world. Rugh, a 31-year career officer with the US Information Agency (USIA), does an excellent job of illustrating the relationship between the tools of public diplomacy and the problems of interfacing with foreign audiences. The author focuses clearly on middle range theory with an emphasis on the policy issues. The presentation is organized along historical lines, with an initial general focus on the 1940s-50s and subsequent chapters devoted to each presidential era, concluding in mid-2005. The 2003 Iraq war and its aftermath exacerbated problems of public diplomacy, which began after USIA was dismantled in 1999 and its functions given over to the State Department. Despite this trend, the book cites several excellent personal efforts for public affairs officers, calls for more grounded efforts, and reminds the reader that public diplomacy is a complex process that depends not only on Washington officials but also on public diplomacy professionals who live abroad . . . managing a variety of programs. Highly recommended. General readers, upper-division undergraduates through practitioners.
    —Choice     7/1/2006
Description: For sixty years, U.S. government officials have conducted public diplomacy programs to try to reach Arab public opinion—to inform, educate, and understand Arab attitudes. American public affairs officers have met serious challenges in the past, but Arab public criticism of the United States has reached unprecedented levels since September 11, 2001. Polls show that much of the negative opinion of the United States, especially in the Middle East, can be traced to dissatisfaction with U.S. foreign policy. Rugh, a retired career Foreign Service officer who twice served as ambassador to countries in the region, explains how U.S. government officials have dealt with key problem issues over the years, and he recommends ways that public diplomacy can better support and enhance U.S. national interests in the Middle East. This struggle for the hearts and minds of the Arab world, so crucial to the success of American efforts in post-occupation Iraq, is carried out through broadcasting, cultural contacts, and educational and professional exchanges.

Rugh describes the difference between public diplomacy and propaganda. He points out that public diplomacy uses open means of communication and is truthful. Its four main components are explaining U.S. foreign policy to foreign publics; presenting them with a fair and balanced picture of American society, culture, and institutions; promoting mutual understanding; and advising U.S. policy makers on foreign attitudes. Public diplomacy supports the traditional diplomatic functions of official business between governments. Whereas diplomats from the United States deal with diplomats of foreign governments, public affairs officers deal with opinion leaders such as media editors, reporters, academics, student leaders, and prominent intellectuals and cultural personalities. Rugh provides an up-close-and-personal look at how public affairs officers do their jobs, how they used innovation in their efforts to meet the challenges of the past, and how they continue to do so in the post-September 11 era.
Table of Contents:
  • List of Tables
    Preface
    List of Terms
    Introduction
    Public Diplomacy Resources and Instruments
    Beginnings in the Arab World 1940s-1953
    President Eisenhower and USIA 1953-1961
    The Kennedy and Johnson Presidencies 1961-1969
    The Nixon and Ford Presidencies 1969-1977
    The Carter Presidency 1977-1981
    The Reagan Era 1981-1989
    The Presidency of George H.W. Bush 1989-1993
    The Clinton Era 1993-2001
    President George W. Bush's First Years 2001-2003
    The Bush Presidency and Iraq
    Democratic Reform and Other Issues
    Conclusion
    Notes
    Bibliography
    Index
About the Author: WILLIAM A. RUGH was a career Foreign Service officer with the U.S. Information Agency (1964-1995). He served as U.S. ambassador to Yemen and to the United Arab Emirates. He is the author of Arab Mass Media (Praeger, 2004) and the editor of Engaging the Arab and Islamic Worlds through Public Diplomacy (Public Diplomacy Council, 2004). He is a Trustee of the American University in Cairo, a Board Member and past President of AMIDEAST, an Associate of Georgetown's Institute for the Study of Diplomacy, an Adjunct Scholar of the Middle East Institute, and an Executive Committee member of the Public Diplomacy Council.
LCC Class: DS63
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